Apple claims Epic asked for "a special deal for only Epic". That's true in the narrow sense, but Epic's request for "permission to bypass the in-app purchase system and allow Fortnite players to pay for in-game currency directly", if granted, would clearly lead to everyone else developing apps for the App Store asking Apple for equivalent terms. So the request is consistent with Epic fighting for "open platforms and policy changes equally benefitting all developers", despite what Apple would like us to believe, and Epic went to Apple first instead of blindsiding them with a lawsuit out of nowhere, which if anything makes it surprising how ill-prepared Apple has seemed in their response.
It's also clear exactly why Apple refused to comply, since this wouldn't just alter the terms for Epic, but would open the floodgates for everyone to ask for the same, using Apple's own "same rules for everyone" rhetoric against them. So Apple knew full well that this wasn't "for only Epic".